The four-year-old brand, which has raised more than $200 million in funding as well as the consciousness of its customers with its sustainability message, will launch a tight capsule of T-shirts, sweaters and puffers starting today at Allbirds’ 21 retail locations in the U.S., Europe and New Zealand as well as online.
Tim Brown, cofounder of Allbirds, said the brand has “high expectations” for the collection, which it has been working on for the past few years. When the brand launched socks last summer, it maintained its philosophy of innovating from the yarn up, he said, “which was incredibly hard to do.” But once Allbirds created Trino, a proprietary blend of merino wool and fibers from eucalyptus trees, “it opened up the idea of making other items.
“People want great product and a great experience,” he said, “not just sustainable product. The customer doesn’t want to compromise on quality and fit.” He would not venture a guess on how large the apparel category could eventually grow for the brand. “It’s an enormous category,” he said. “We’ll start small and if we can nail the product — and the customer will tell us that — then we’ll see.”
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